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One such company, two-year-old advertising technology startup Inmoji, just grabbed $5 million to advance its business that connects consumers and companies via “branded interactive emojis” used in mobile messaging apps.

The Series A funding round was led by John Wigneswaran, a medical doctor and healthcare executive, along with money from investors with ties to the MIT Sloan School of Management, according to a press release. Inmoji, which has offices in Boston and San Francisco, said it previously raised $2.5 million from Accomplice, PayPal Start Tank, and David Chang, the former chief operating officer of PayPal Media Network.

Inmoji’s software development kit enables the creation of clickable icons that can be used in messaging apps for the purposes of sharing music and videos, discovering new products, accessing deals, participating in contests and customer loyalty programs, making mobile payments, and more.